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Danone Upgrades Mizone Vitamin Beverage in Hope of Reversing Downward Sales Trajectory

China’s market for functional beverages is increasing at a fast rate. Despite the impressive potential of the market, the sales volume of Danone’s vitamin beverage Mizone keeps declining. The company has given the product a significant makeover in the hopes of reversing the current downward spiral.

On April 15, 2020, Danone announced the upgrade of its vitamin beverage Mizone[1], involving new brand positioning, packaging design, product formula, taste, and many other aspects, aiming to gain more traction among the young generation.

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